Meat Snack Variety Packs: People Pleasers?

Format, as well as multipacks, offers consumers more snacking options and portion control
Oberto Beef Jerky 6-Pack

You’ve heard it before: Consumers want variety, options and new flavors. You’ve likely already tweaked your foodservice offering and packaged-goods selection to meet these needs, but could variety packs or multipacks be part of the solution?

Dollar sales of variety packs (packages that contain individual packs of the same brand and multiple flavors, or different brands with different flavors) in multioutlet channels, which includes c-stores, grew 5.4% in 2015, according to Chicago-based IRI. Likewise, multipacks (packages that contain individual packs of the same brand and flavor) saw 0.9% growth.

These formats “provide an opportunity to present a new flavor to consumers and get consumer feedback,” says Sally Lyons Wyatt, executive vice president and practice leader for IRI.

Commonly seen in grocery outlets are chip variety packs such as Frito-Lay 2 Go, which features 20 single servings of
popular Frito-Lay brands, including Cheetos, Doritos, Fritos and Sun Chips. And new to the multipack space is Oberto. In January, the Kent, Wash.-based meat-snack company launched multipacks of its all-natural beef jerky, with each package containing six individual 0.75-ounce packs.

Dollar-sales growth of variety packs in multioutlet channels, which includes c-stores, in 2015
Source: IRI

“Over the past few years we have seen (and benefited from) a seismic consumer shift to healthier snacks.

Millennials in particular, who snack twice as much as baby boomers, are a driving force in this healthy snack trend,” says Stephen O’Hare, director of marketing for Oberto. “Our new multipack allows healthy snackers to take jerky to new places and for new usages.”

This includes active lifestyle consumers who are looking to get an extra boost of protein on the go, as well as moms and dads looking to add healthy snack alternatives to their kids’ lunches and their own, O’Hare says.

All of this on par with trends IRI is seeing.

“Families are buying [variety packs and multipacks] the most,” Lyons Wyatt says. According to IRI, 70% of families purchase these formats for variety, 69% for more snacking options and 60% for portion control; 59% say all “family members get the snack they want.”

For c-stores looking to market variety packs and/or multipacks, Lyons Wyatt recommends “identifying the top three to five SKUs that appeal to their core consumer targets and [selling] at a competitive price point.”